Generate Six Figures with Webinars & Buyers Guide
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The document summarizes how the American Society for Training & Development (ASTD) generated six-figure non-dues revenue through an integrated webinar and buyers guide program. It details how ASTD consolidated existing webinars and buyers guides into centralized systems, adopted a network model to reduce workload, engaged suppliers and participants, and saw increased participation, traffic, and recurring revenue as a result. Key lessons included using a single system, specialized division of labor, ongoing marketing support, and unified supplier engagement.
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Generate Six Figures with Webinars & Buyers Guide
- 1. Generate Six-figure Non-dues Revenue Through Content Thursday, Dec 05 9:00AM - 10 :00A M H ashtag: #tech 13 LB 1 D a w n B a r o n , A m e r i c a n S o c i e t y f o r Tr a i n i n g & D e v e l o p m e n t Rick Borry, Webvent @techconf #tech13 LB1
- 2. For Today • American Society for Training & Development (ASTD) • Background • Expansion of Webinar and Buyers Guide Programs • Network Model Theory • Results • Lessons Learned • Key Takeaways @techconf #tech13 LB1
- 3. American Society for Training & Development @techconf #tech13 LB1
- 4. Problem • Existing webinar and buyers guide programs drained internal resources and lacked customer-supplier connection. • These trends affected both member interest and revenue potential. @techconf #tech13 LB1
- 5. ASTD Communities of Practice
- 6. Large team in multiple locations @techconf #tech13 LB1
- 8. ASTD “Watch & Learn” consolidated webinar program @techconf #tech13 LB1
- 9. Webinar connects participants and suppliers through content @techconf #tech13 LB1
- 10. Sponsor pages keep traffic within Buyers Guide @techconf #tech13 LB1
- 11. Buyers Guide drives audience supplier connection @techconf #tech13 LB1
- 13. Network model reduces workload • Division of labor: • Host Panelists • Moderator • Presenter Content Participants • Sponsor Sales Sponsors • 6-10 hours per webcast • People = Email • Sponsor = Web address @techconf #tech13 LB1
- 14. 70 administrators… 1 interface
- 16. Find content… everywhere • • • • • • • • • • Book authors Conference speakers Consultants Thought leaders Sponsors Award winners Partners International Academia Industry research @techconf #tech13 LB1
- 17. Build your audience • Regular e-mail program • Segment audience • International • Government • Sales Training • Co-promotion • Presenters • Partners • Sponsors • Track Results
- 18. Engage suppliers Integrated Sales Approach Potential Issues: • Product overload • Control your brand • Sales training • Unified messaging • Overwhelm sponsors • “Big Picture” strategy • Create sponsor packages • Know your supplier base • Orphan opportunities • $10K webinars vs. $1K company profiles @techconf #tech13 LB1
- 19. RESULTS
- 20. Efficiency allows volume growth @techconf #tech13 LB1
- 21. Increased participation = revenue @techconf #tech13 LB1
- 22. Typical sponsored webinar “pipeline” Invitations • 10,000 email invitations Registrations • 311 live connections Attendees Information Requests • 742 registrants • 409 total listeners • 53 recording views • 137 whitepaper requests • 49 product demo requests Demos @techconf #tech13 LB1
- 23. Webinar audience drives Buyers Guide traffic @techconf #tech13 LB1
- 24. Traffic increases revenue @techconf #tech13 LB1
- 25. KEY TAKEAWAYS
- 26. Lessons Learned • Single system • Division of labor • Experiment: test, measure, repeat • Don’t break what works • Process & checklists • Intentional and ongoing marketing support • Specialized sales efforts, within unified sales approach @techconf #tech13 LB1
- 27. ASTD Webcasts & Buyers Guide: • Brings professionals together through expert webinars • Connects suppliers to their audience with an integrated buyers’ guide • Sales team works within existing advertiser and sponsor relationships – unified supplier engagement • Generates 6-figure recurring revenue from sponsored webinars and buyers guide @techconf #tech13 LB1
- 28. Contact Us • Dawn Baron – dbaron@astd.org • Rick Borry – rick@webvent.tv • Reference Links: • Webcasts: http://webcasts.astd.org/events • Buyers Guide: http://webcasts.astd.org/sites • ASTD Case Study Infographic: www.webvent.tv/corporate/project/astd/ @techconf #tech13 LB1
Editor's Notes
- Rick introduces self and Dawn, then Dawn starts slides
- Keep the focus on the problem, what things were like in 2001-2011;
- Dawn - ASTD is organized into 9 Communities of Practice, each run by a dedicated Community Manager. Each COP varies widely in size, age, participation rates, and supplier base
- Dawn transition to Rick here
- Now we’ve created the platform for our program, so Dawn will talk about the association’s responsibilities to execute – find content, build the audience through marketing, and engage suppliers
- In-house experts
- ASTD uses a single sales team for all sponsor products. This has advantages, and some potential issues that must be avoided.
- Dawn can introduce the results from the association’s perspective, then hand over to Rick for details
- 409 total listeners based on audience polls of attendees sharing a single connection53 recording views within 30 days